Credit: 20th Century Fox

20th Century Fox just won two Clio Key Art Awards (basically the Oscars for advertising and design; Don Draper wins one in the fourth season of Mad Men) for, of all things, Deadpool – and they have Ryan Reynolds to thank. The lovable, sarcastic actor was intimately involved with the marketing for the film, and it looks like that unusual call really paid off.

The film’s campaign, which employed a lot of cheeky, fun ideas – like hilarious videos shot on Reynolds’ iPhone – was clearly influential in Deadpool making tons of money at the box office.

Fox received two Clios for Deadpool’s advertising; one for best integrated campaign, and the other for its emoji billboard. Yep, a billboard featuring the poop emoji just won a prestigious award. And, incredibly, there weren’t a lot of those billboards – the budget for the film was pretty tight – but they went viral, so their reach was extremely impactful.

It’s totally true, too! Remember that video of Deadpool trick-or-treating with actual kids? That’s one of the videos that was shot on Reynold’s iPhone, and was totally his idea – and videos like that that went viral are why the studio won that Clio for its integrated marketing campaign.

Because of that, certain choices – the image of Deadpool lying on a bearskin rug, for example – gave fans a perfect sense of the film’s tone and made it clear that the movie would be honoring the character they knew and loved from comics.

Credit: 20th Century Fox /

Whatever it is, the marketing for Deadpool certainly worked, and we can’t wait to see what they come up with for the Deadpool 2 ads.